Facebook For Small Business

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Just a few words about myself. Training the next generation of

Facebook has over 300 million users, and ads .5 million users per day!! It’s all about the instinctive desire of people to be connected to others. It’s about the relationships (and the trust that comes before that). Let’s focus on the biggest one of these – Facebook.

Just the facts: More than 300 million active users. (this is not visits or page views…this is actual engages people) 50% of active users log in to Facebook on any given day. The fastest growing demographic on Facebook is individuals 35 years old and older. (It’s nota “teenager” or “college student” thing any more!) More than 10 million users become fans of Pages each day.

Listening (you can run polls, contests, ask for feedback, etc. Promote specials, offer coupons, send event reminders. Make it easy for your passionate customers to share their excitement, and hopefully spread it to others. Help customers solve problems, and make sure other see that you are available and accessible (brand reputation) Let your customers give you ideas (new product suggestions, submit art, photos, new product names, etc)1) Let Facebook fans choose new product names.2) Do contests (small or intangible prizes) asking customers to submit pictures while using/enjoying your product. "Best Foto Contest"

Create connections and build relationships without having them walk into your store. Improve search engine ranking: Wired magazine editor Chris Anderson: "Your brand is what Google says your brand is, not what you say your brand is," (at Universal McCann in a discussion about his book, The Long Tail: Why the Future of Business Is Selling Less of More.) Not listed here – build more loyal and passionate customers!! Engage in the conversation.

Strategy: 4 Reasons Why Marketers Should Choose Facebook Pages OverFacebook GroupsSome of the world’s most well-known brands are launching marketing campaigns onFacebook, but many just getting started on Facebook may be wondering which is thebest way to go: Facebook Pages or Facebook Groups?While it used to be the case that either would work, these days the decision is clear.For businesses large and small, Pages (now also known as “public profiles”) are theway to go for four important reasons:1. Pages Allow Marketers to Publish to the Stream2. Pages Allow Marketers to Engage Fans with Rich Media3. Pages Let Marketers Analyze How Fans are Interacting with the InsightsDashboard4. Pages Let Marketers Increase SEOSorry Groups, but the future of marketing on Facebook will be through the stream.

Facebook allows you to run pay-per-click ads that are targeted by a variety of user details.There are over 167,000 Facebook users over the age of 21 in the 50 mile radius of Elkton MD. Let’s take a look at how it works. (go to FB ad targeting page) and see what the potential audience is in our area. Ad Targeting FAQs: http://www.facebook.com/help.php?page=863 For best practices, go to http://www.facebook.com/ads/best_practices.php

Not talking about anything broader than your own products. Listening to customers but not taking action (might as well as not listen) Getting defensive and forgetting about “the customer is always right” (picking a fight…bad idea!!)

Over 3,000 fans (relationships, connected engaged customers) Not a lot of “Wall” activity, and not “personable”. IMPORTANT: Get comfortable with not being in control of the ads being displayed. – Customer DO NOT associate them with your product or brand!!!

What happens if you are not engaged in Facebook? People will talk about you anyway. What are people saying right now about your product or service? Positive? Negative?- You can’t control, but you can participate and influence the conversation. Join in or get left out of the conversation. It’s your choice.

You can prevent negative feedback, and provide better customer service. Make it easier for your loyal customers to spread the word. Create excitement and build stronger relationships with your customers. This is called “building your brand”. Encourage positive – don’t focus on trying to control or “block” negative comments. If you see negative comments, focus on what went wrong with that customer and with your product, and figure out how to prevent it from happening again.

Another example – a local private school serving “alternative learning” students in the tri-State area. One key point – Facebook pages are public and included in search engine results. It’s a good way to keep “stakeholders” in communication (in this case, parents). It’s a great way to let potential customers get a sense of your product experience before purchasing.

Go to www.facebook.com/pages/create.php to create a live page.

It’s free, but it will take work, long-term commitment, and time. Be patient. Southwest Airline’s Social Media team’s #1 rule – “Don’t be Stupid”.

Favorites, Groups & Events

Facebook For Small Business - Presentation Transcript

Social Media for Small Business
Building customers through relationship marketing
Introductions
- 12 Years of experience in web and Interactive Marketing.
- 8 years experience as a Small Business Marketing Strategy Consultant.
- Small business owner.
- Facebook (social net.)
- Wikipedia (reference)
- YouTube (video sharing)
- Flickr (photo sharing)
Social Media 101
Social Media: The online tools
that people use to stay connected,
share their opinions, and share
every-day experiences with
each other.
The main function of all of these is to facilitate the sharing of “content” between social groups (family, friends, networks, co-workers, etc).
What can you do?
What’s in it for you?
Facebook Pages allow business owners to:
Publish to the customer’s FB Stream
Engage fans with rich media (video, pictures)
Analyze how fans are interacting using the Facebook Insights Dashboard
Increase Search Engine optimization and rankings.
The future of marketing on Facebook (and
on the web) will be through the “stream”.
Facebook Pages or Groups?
Facebook: Local
Let’s try it!
3 Common Mistakes
Not talking about anything broader than your own products.
Listening to customers but not taking action (might as well as not listen)
Getting defensive and forgetting about “the customer is always right” (picking a fight…bad idea!!)
Case Studies:
Milburn Orchards
Kilby Cream
High’s Dairy Store
Elijah School
Facebook Pages
Let’s try it!
Can you name the movie?
Do you know the quote?
?
Questions & Answers